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Advertising As A Tool Of Marketing Communication And Its Consequent Impact On Consumers

Author

Listed:
  • Radovan Baèík

    (Fakulta manažmentu, Prešovská univerzita v Prešove)

  • Richard Fedorko

    (Fakulta manažmentu, Prešovská univerzita v Prešove)

  • Silvia Šimová

    (Fakulta manažmentu, Prešovská univerzita v Prešove)

Abstract

The article pays attention to marketing communication issue, specifically in advertising. The article summarizes theoretical background of advertising within evaluation of the topic direction. The main attention is focused on advertising problem as a marketing communication tool from the perspective of market participants providing their products and services. Through a realised survey of selected aspects we point out opinions of selected target groups in the application of selected market entity

Suggested Citation

  • Radovan Baèík & Richard Fedorko & Silvia Šimová, 2012. "Advertising As A Tool Of Marketing Communication And Its Consequent Impact On Consumers," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 5(1), pages 315-323, June.
    • Handle: RePEc:pcz:journl:v:5:y:2012:i:1:p:315-323
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    Citations

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    Cited by:

    1. Kobby Mensah & Fortune Edem Amenuvor, 2022. "The influence of marketing communications strategy on consumer purchasing behaviour in the financial services industry in an emerging economy," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 190-205, September.

    More about this item

    Keywords

    marketing communication; communication mix; advertising;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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